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Brief Published: 29 Jan 2016

Calories for Clothes: H&M Poland Targets Young Urbanites


Plugging into the annual January fitness frenzy (with a view to forging stronger connections with a young urban audience), H&M Poland hosted a pop-up in Warsaw where consumers swapped calories burnt for pieces from its new sportswear collection (January 23-24 2016).

Dubbed WF-Reaktywacja (PE-Reactivate) and held in a former high school, the event encouraged consumers to take part in free sports activities such as boxing and Crossfit-style workouts led by top local trainers. Each class granted consumers a number of points towards a purchase in the on-site H&M Sports pop-up store (one point for each calorie burnt). For example, 600 calories burnt during a boxing class could buy a top, while 400 could be traded for shorts. Participants could also save and earn more points towards more expensive items such as leggings, which cost 1,000 points.

The initiative was accompanied by video ads published on all of H&M's social media channels. Local millennial celebrities (such as Polish actress Zofia Zborowska and singer Marcelina) are featured reminiscing about their physical education classes at school and inviting viewers to take part.

The initiative illustrates another foray into the seriously lucrative area of athleisure – a sector currently outstripping denim sales in many markets. See Athleisure Engagement Strategies and The Future of Athleisurewear for more.

For further examples of sports concepts that shrewdly infiltrate consumers' leisure time, see Socialising Sporting Life in Sports Retail Reinvented. See also Community & Commerce, Seizing the Outdoor Sports Boom, Redefining Consumer Loyalty and Pop-Ups Evolve.